sign in sign up
<<
Home , Television in India

International Journal of Advanced Education and Research

International Journal of Advanced Education and Research ISSN: 2455-5746 Impact Factor: RJIF 5.34 www.alleducationjournal.com Volume 3; Issue 1; January 2018; Page No. 39-46

Indian television industry in the era of global village

Meenakshi Assistant Professor, Lovely Professional University, Phagwara, Jalandhar, Punjab,

Abstract The theme of the present paper is based on the concept of International media and culture in which researcher tried to explore the role of the international media in disseminating and establishing the international cultural forces through the television. With the advancement of technology, television has been credited to bringing about the globalization process because of its extensive international reach of programs.In a country like India since 1991 the policies of liberalization, privatization and globalization, television channels and media companies are investing in India. It is believed that Global media promoting the business of transnational and multi-national corporations. The foremost purpose of the research paper is to understand the primary drivers of transformation of Western beliefs which might be responsible for altering and transforming the traditional value system in Indian society. For the present paper researcher interviewed the media professionals method and findings show that the existing Indian television industry is carrying weight in terms of factors like free market, globalization, ownership, technology, content and programming patterns and representations of western-lifestyle which are reshaping the value system in Indian society.

Keywords: free market concept, globalization, technology, Indian television industry

1. Introduction the globalization of media undermining the national culture in Television, with the deepest penetration and as a mass developing countries like India. medium of choice for rural and urban families, is watched by In the present-world, mass media have changed the way we every section of society in India. For the last six decades, think, believe and precept about the world around us. television is considered one of the greatest Invention of Innovation in the field of media technology has rapidly science that has contributed the mankind to large extent in increased the influence and usefulness of mass media. Among every field. The another spark came with the emergence of these, TV as an electronic media which thought to bring broadcasting via satellite TV by foreign media conglomerates. gigantic transformation in the attitudes and values of the Television remains the best medium to reach India as it has people in the world. one of those developing countries become the most integral part of life. The Reach of this small- that implemented the social and economic reforms just two screen is widespread, where more than 800 commercial and decade backs in almost every sector including media and on private television channels have entered even the outmost of account of rapid globalization in media, especially TV, we regions of the country and almost all the time viewers are have seen an unmatched renovation facing cultural shirking. exposed to thousands of international genres everyday. What Indians are watching and consuming is a matter of According to Partho Dasgupta, CEO BARC (Broadcast concern. It also plays an imperative role in disseminating Audience Research Council, India, average daily TV viewing cultures, information's and values due to its easily on this television is 3 hours 14 minutes, worldwide, where in accessibility and availability and brought the world closer developed countries, it is 3 hours 54 minutes daily in 2017. together. Promotional tool of culture and television has been India has an average daily viewing time of 3 hours 16 called minutes. In the world’s fastest growing economies, access to TV is increasing at a very fast pace and more and more TV 1.1 Media in the shadow of Globalization channels are appearing every day. According to Tomlinson (1999) [6] globalization as a complex The world is shrinking and geographic barriers are being connectivity referred to the rapidly developed and ever more broken because of the evident flood of international television complex network of interconnections and interdependencies channels and programs, replicates in the shifting trends of that characterize modern social life, whereas according to television viewing patterns.This growth was all round: news, Thuss (2000) Globalization had revolutionized the Media that regional, music, lifestyle, food, travel, science, wildlife, had converted the whole world into a global village also got fashion, films and English entertainment channels. Extreme impacted by it, media itself has changed with the new label of usage and impacts of television in day-to-day lives cannot be Global media. With the increased importance of economic, neglected. It has a in-depth influence on the Indian cultural cultural and technological integration between countries, it and moral values-system. It is believed that Global media is had a great impact on society and increased access to a broad promoting the business of transnational and multi-national range of media it had led to the technological advancement all corporations. Various studies and reports also illustrate that over the world. Movement of people with the new discoveries

39 International Journal of Advanced Education and Research and inventions lets people of other nations to know about 3. Research methodology those discoveries and inventions and help them to get Interviews method was used to study the impact of different connected and influenced by each other. It also provided factors on Indian television industry because, it was very power and chances to the wealthier nations, mainly homeland important for to know the views of those who work and part of these inventions to dominate the poorer nations claimed by of this industry because without their insight knowledge of the most of globalization theorist (Thuss 2000). facts the study wouldn’t shape in the present manner. Total 58 Globalization along with the innovation in media and media professionals were personally interviewed by the technological advancement had not only shattered social investigators through a structured questionnaire where boundaries of the world; it had also brought the tremendous questions were asked in a form and order prescribed. transformation in all fields of the world. People now lived in close proximity and they shared their joys and sorrows with 4. Significance of the study one. According to Deshpande (2000) [3] globalization had The significance of the study was to understand the television made the media more commercial, supported by advertising, industry in India, and the various factors involved in, the aimed at consumers and privatize the telecommunications making and breaking of the modern industry. The present companies that formerly were government owned. Increased explorative analysis of facts amplifies the magnitude of the usage of mass media with the advanced technological study because if the local media of a nation soak up the innovations facilitated cultural exchange and multiple flows of changes due to the existence of the foreign channels or information and images between countries through programs, then the viewers are expected to adapt those international news broadcasts, television programming films changes in their day to day activities that would automatically and music. Globalization and media or one can say global bring changes and affect their culture. media, had brought the numerous organizations, financial system and more importantly the countries together. 5. Review of the literature The growth and expansion of capitalism led to the growth of Schiller (1976) [11] in his work “Communication and Cultural transportation and communication technology. In the later Domination” proposed the use of the term “Cultural years age of the telegraph and underwater cables in the 19th imperialism” to describe and explain the way in which large century marked the dawning of the telecommunication age multinational corporation, including the media of developed and could say the wire based international news agencies were countries dominated the media of developing and the first significant form of global media. (Habermas, J.1989) underdeveloped countries. According to him the western [4] but with the advent of satellite technology media crossed civilization produced the majority of the media (film, comics, the boundaries of nations before that the mainstream media etc.) because they have the money to do so and the rest of the systems in most countries of the world were relatively national world purchases those productions because it was cheaper for in scope, since then most communication media had become them to do so rather than produce their own production. increasingly global, extending their reach beyond the nation- Therefore, third world countries were watching media filled state to conquer audience worldwide. with the western world's way of living, believing and thinking. The international flow of information had been largely The third world cultures, then start to want and do the same assisted by the development of new technologies and the things in their countries and destroy their own culture. After increased commercialization of global television, which had the schiller’s work another important work in the same field occurred as a consequence of the deregulation policies was done by the Mohmamadi in 1977 in his work he identified adopted by various countries in order to permit the major global trends in the field of information and proliferation of cable and satellite channels., no doubts that the communication that influenced the information and business conglomerates with the global capitalism policy had communication industry. He came out with three major trends extended mass media across the national boundaries. But the in the field. The first was the wide proliferation of modern market is still in process of rapid change, and more mergers, communication and information technologies, second was acquisitions, and joint ventures could be expected before the increased democratization of social systems around the world dust would clear. One reason in the turmoil in the global and the third trend was the rapid global expansion of media market was the digital revolution which eliminated all multinational media corporation and the culture they promoted the barriers (Satrubhhar 1991) [10]. in the third world countries. Mohammadi also stated that these Multinational media corporations were shaping the future of 2. Objectives of the study the world media industry through the programming and The present study aims to examine the examine the effects of maximum programs were imported from U.S. and media global media on the Indian Television Industry and on our programs had become America’s second biggest export after values. The objectives of the study are as follows: the aircraft industry that influenced the values, beliefs and . To study the impact of free market concept on Indian lifestyle of people. These two studies became the solid television industry. foundation of the United Nation funded MacBride . To examine the impact of globalization on the Indian Commission Report (1980) [8] in the later years. The report television industry. named “Many Voices, One World formed to seek the . To examine the impact of foreign ownership on the Indian international flow of communication, problems arose due to television industry. the uneven flow of communication between the South and . To know foreign ownership affected the content on Indian North, the commission found that there was cultural Television Industry. domination through different media modes by the developed

40 International Journal of Advanced Education and Research nations towards the developing and underdeveloped nations, 6. Data collection and Interpretation and was a threat to cultural identity of third world nations. The 6.1 The Impact of free market concept on the Indian Macbride commission concluded that the cultural uniqueness Television industry. and identity of nations across the world jeopardized due to the a) More foreign player in India overpowering control and the absorption and integration of According to the maximum number of media professionals the some dominant and powerful cultures. After the discussion of most affected area because of the free market concept was that uneven flow of communication on the world stage studies it invited the foreign companies to invest in India that affected conducted in many underdeveloped countries to know the the structure of the Indian TV industry. According to a effects of foreign programming. In 1986 Kang, Jong Geun& professional “These players started investing in India through Morgan, Michael examined the influence of the US media on the FDI, mergers and acquisition and apart from that also the values, morality and traditions of different nations and launched the foreign channels of their own programs and extra chiefly the results on Korean values of American productions that exposed the Indian audience to the television. It was found that female respondents were more international programming, along with the version of prone to advise non-common Korean viewpoints concerning these channels, complete hindi and regional language roles, norms, and values whereas for male respondents, the channelswith the huge amount of capital in hand, these player extra they watched U.S. Television the more protected they acquired a dominating position in the Indian television grew toward the Korean culture and began valuing the Korean Industry, and that affected the programming and content most value system over the U.S. Family system and concerned that because these companies treated Indian TV Industry and its Western culture might scale back Korea's cultural forte. The viewers as a profitable market.Their decisions are based on findings prompted that heavy viewers of U.S. Applications the future benefits and profit.” had extra likely to take liberal positions on various social Free market system is a system in which the prices for goods disorders than those who were light viewers and that U.S. and services are determined by the open market and Applications were contributing to westernization of common consumers, in which the laws and forces of supply and values. 1994 Ware and Michael [13] analyzed 17 exclusive demand are free from any intervention by a government, qualitative reports and studies regarding the effect of foreign price-setting monopoly, or other authority. In 1991, the Indian media and its products existence or domination in different authorities released a series of monetary and social reforms nation across the globe.The findings of the study showed that that covered the regulations of liberalization, privatization and exposure to entertainment programs imported from US had globalization that opened the doors of the Indian market small but statistically significant impact on the foreign including media & entertainment industry for everyone. Under audience and increased preference for American products and the brand new guidelines, the government allowed special and influence attitudes towards American lifestyle and values. In remote places broadcasters to broadcast in India. (FICCI 2008 Dawei Wang [12] conducted a study on globalization of 2014). media and whether it undermines national cultures. It was found that Internationalization of media influenced national b) Globalization on Indian TV cultures in different ways. The cultural hegemony of media The free market concept had accelerated the globalization in exporters was unlikely in and of itself to result in cultural India. Many media professionals expressed that due to domination. International media’s effect on local culture in globalization, new discoveries and inventions in the subject of context of economic, technological and cultural situations was era spread across the India over a time period, and it also also investigated and found that economic and technological introduced and the modified the way production, transmission, internationalization of media not only recharged the existing distribution and delivery of content on the Indian television media strengths, but also allowed new media outlets to emerge industry changed. Due to the globalization, many foreign and grow. In case of India, it was found that the national and television channels started channels in India like Star, Sony, local media players grew increasingly stronger; due to cultural BBC, CNN, Turner international and Time Warner. factors, they had an edge over foreign competitors. The Investments of these companies contributed in the growth of national and regional media groups such as Zee TV develop the industry. Sitting in the small village of south one can quickly and played an important role in the development and watch the Spiderman movie on one’s smart phone. How ought perpetuation of Indian cultural identity. In 2009 Creeber to, it was viable? It happened because of the globalization that studied the power of the media to influence the cultures of increased the movement of people, information, goods and societies and for that researcher used the secondary data, services from one country to another by lowering down the where he studied and analyzed the different documents, different barriers.. Media experts expressed that because of reports & research studies. Researcher came out with the globalization, super modifications might be visible inside the finding that the culture was negatively affected by the media field of era that made the convergence of different media over the time period had been at the forefront of the technology easy and affected the media content material also. modernists world view a long time ago and the American Globalization had led to spread of cultures around the world mass production feature was evident in all aspects of the mass and had greatly impacted them. culture and as such television shows, film, pulp novel, magazine among other things in that category were almost the c) Transfer of ideologies same. To them the media products were designed to deceive According to the experts, ideology of Indian had changed, the masses into oppression by presenting a homogenized and diluted or transformed due to the internationalization. An standard culture instead of stimulating the masses. ideology is a world view, a system of values, attitudes and

41 International Journal of Advanced Education and Research beliefs which an individual, group or society held to be true or world; it had also brought the tremendous transformation in all important; these shared by a culture or society about how that the fields, especially media now people all over the world society should function. A producer of TV channel expressed started living in close proximity. They shared their joys and that “In the past few years a changed has been noticed in the sorrows with one another. A person living in a small district of Indian society. Indians are now openly discusses issues like Haryana benefitted from the inventions and discoveries made sex, open marriages, live-in and gay and this happened by the people of America and all this happened because of the because now we are exposed to the outer world through and latest technologies that created the experience of global shared come to know that these practices are legalized all over the time, especially by informing and entertaining the people world and for the economical development of our country first around the world about “events and programs” that they could we have to develop our society.” Every race had its own share and watch, all this happened because of technology that unique way of life. However, the advancement in disseminated through globalization. communication technologies had created a platform for the exchange of information between societies. As the exchange b) Revolutionized Indian Media continues, ideologies equally changed from one society to Globalization had revolutionized the Indian media that had another. Pathetically, the presence of uneven rate of exchange converted the whole India into a small village. With the of ideologies led to the domination of one ideology over increased importance of economic, cultural and technological another ideology and this could be seen in Indian society also. integration between the different media platform the whole media had merged, and this had a great impact on the Indian d) Expansion of the efficient low-cost transmission television industry. The most visible effect of globalization technologies was widespread, cheap and quick communication. The According to media experts the concept of the free market had introduction of internet technology has immensely helped to expanded the of efficient and low-cost transmission spread information and helped people to come together from technologies and also stimulated the new audiovisual all over the world on a single platform. production industries in India because more and more foreign companies had been investing in India and with the power of c) Emergence of media conglomerates- Media experts said capital and skills distributing the programs with low cost that few handful powerful media owners that famously known transmission automatically decreased the expenditure and as media conglomerates dominating the Indian television increased the profit. One expert expressed the view that “The Industry and the famous international player in India: AOL, new technologies transformed the way we live. It not only Time Warner (U.S.), Disney (U.S.), Vivendi-Universal increased the global trade flows of goods and services but (French), Bertelsmann (German), Viacom (U.S.), and Rupert also by dramatically increased information flows.” Creating, Murdoch’s News Corporation (Australian).,Sony/Columbia/ accessing and adapting information and knowledge TriStar (Japanese) (Variety, 2002). The ownership in the increasingly came to be seen as a key element of global Indian Television Industry,in terms of business, Programs competitiveness and of individual opportunity Satellites, the production, distribution and content selection decided and Internet, smartphones, digitalization these types of handled by these companies only and the domestic partnership advancement in technology in the media had speedened up the had been no role in it. media companies prepared and development procedure, and opened up the new dimensions in delivered. According to experts most companies belonged to the Indian Television industry. One of the most technological US in India and media content in Indian Television Industry improvements that had impacted the Indian Television sector managed by the USA and we had been feeding the content and had been smartphones with 3G and 4G facilities with low the value system of the US only. charge that had combined the different technologies and also changed the way media content structured, carried, distributed d) Increased in the number of foreign channels that and finally delivered to the end users and this had made the transforming Indian culture television program available to everyone. According to the media professionals the ownership of maximum channels, whether Hindi, English or other regional e) More flow of foreign content channels in the hands of foreign broadcasters, mostly from A creative head of a production house said that “the breaking U.S. The number of foreign channels increased in past two economic barriers increased the foreign capital flow and decade, channels like CNN, MTV, HBO, ESPN, TNT, investment in India that increased the foreign ownership in Nickelodeon, the Cartoon Network, Discovery, Disney, and Indian television Industry and this had changed the content, others become Indians over a time period that exposed Indian structure, style and presentation of Indian programming”. audience to the languages and cultures of the new with its That affected the objectives and misusing the power of TV, content and programming disseminating through these the very truth that companies had been no longer owned channels, and helping to farm a rise a powerful new structure through governments allowed views that dissent from legit of media with a global taste. Along with this an expert resources to be shared. expressed views that “Such onslaughts of foreign culture, can put cultural diversity at risk and make people fear a loss of 6.2 Impact of Globalization on the Indian TV industry. identity. The phenomenon of globalization brings up many a) Technological advancement opportunities to learn from each other, and to benefit from a Respondent said that due to the globalization the technological wider range of choices, but it also seems very threatening and advancement had not only shattered social boundaries of the now a days parents find their children attracted by products

42 International Journal of Advanced Education and Research and role models from alien cultures just as workers find their increasing FDI limit from 74 per cent to 100 per cent in cable jobs rendered obsolete by importing technology and foreign and DTH satellite platforms, for the better economic growth competition”. of this particular media. He further added that “If the world shared the same media perspective, the same viewpoint, if we had all looked through b) Politically the same lens out towards the world, then it would be surely when it was asked that how technology affected the Indian on the loss of cultural diversity leading to homogeneity. One Television Industry political the professionals told Television of all such effects is a homogenization of our culture and the in India is still in its infancy stage and till date only 25% of its loss of cultural diversity, which India is so proud of. If the potential used, the rest of 75% could be used through the country shares the same media perspective, the same timely and appropriate use of new technology, and this usage viewpoint, if we are all looking through the same lens out of technology had encouraged the Indian government to sign towards the world, a 'global village' may have been formed at different pact and agreements with the nations across the a price. That price is homogenization and loss of our cultural world so that Television could be used for the development values. and growth of .Recently, the Indian and Canadian governments have signed an audio-visual co- e) Grown concentration and monopolization of economic production deal that would help producers from both countries resources and power of transnational corporations to explore their technical, creative, artistic, financial and Fewer and fewer transnational corporations are gaining a large marketing resources for co-productions and, subsequently, and rapidly increasing proportion of Indian television industry lead to exchange of culture and art amongst them. economic resources, production and market shares. Through mergers and acquisitions, fewer and fewer of these TNCs now c) Socially control a larger and larger share of the Indian television A media professional expressed the view, that technology had market, whether in commodities, manufactures or services and in fact altered human interactions. Due to the more choices this had widened the gap for local media industry to survive in and freshness of programs with the technology in hand the competition that occurred due to the open market. audience now glued to the screens of their laptops, tablets and Smartphone’s and become more and more personalized and f) Consumerism isolated, that decreased personal interaction and affection. Production of consumers all over the world with an extensive range of products and services that were not easily available d) Transformed the Analogue terrestrial broadcast before, and consumerism which is operated by the actors of a Technology had been the traditional method used to broadcast global economy that have the power to control the global television signals, essentially since the inception of television market forces of a globalized economy. This happened due to initially the signals were sent by radio waves from a national the power of global media in a globalized world. network of masts and antennae and were received by viewers through an aerial but with the advancement in technology the 6.3 Impact of Advancement in technology on the Indian scenario changed completely, However, countries around the TV Industry world are now in the process of abandoning traditional According to a media expert, advancement of technology analogue broadcasting and moving affected the Indian TV Industry tremendously over the past towards digital television broadcasting: few decades whether it is economically, politically or socially. i) Cable television: The television signal delivered via Professionals explained these three stages as : optical fiber and/or fixed coaxial cables, which allowed the provider to avoid the traditional system of radio a) Economically According to media professional’s broadcasting antennae. This technology had been deployed technology had led to the upward push of E-commerce that extensively predominantly in the Americas, Asia and the proved a radical transformation of industries whose Pacific and Europe regions. It was, however, virtually non- merchandise advertised through the TV through the shopping existent in the Arab States and Africa, where DTH satellite channels and the ad breaks during the different programs. TV had been successful and where the cost of deploying Information transformed into “bits" track, movie and cable television would be extremely high. information media, for example and made it an quickest and ii) Direct-to-home satellite broadcast: easy mode of business. It had also increased the “financial delivered content to the viewer via communications and revenue share." satellites. In this technology the signals received by They added further that in 2015, the television industry in satellite dishes and set-top boxes. In many areas of the India derived the major share of its revenue from subscription world, and in particular those that were not covered by (66.6 per cent) and the rest from advertising segment (33.4 per terrestrial or cable providers, satellite television had cent) whereas in 2016 In 2016, television market generated provided a wide range of channels and services. US$ 9.62 billion revenue. Nonetheless, the share of iii) Digital terrestrial broadcast like: standard analogue subscription in the overall revenue of the TV segment television, digital terrestrial television (DTT) transmitted increased to 66.76 per cent (M&E). The by radio frequencies. The difference lay in the use of had supported Media and Entertainment industry’s growth by multiplex transmitters which allow the reception of taking various initiatives such as digitising the cable multiple channels in the same space as has been previously distribution sector to attract greater institutional funding, occupied by just one analogue channel. In DTT the viewer

43 International Journal of Advanced Education and Research

receive the signals via a digital set-top box, or other dedicated websites for FanFic in general or Fan Fiction of a integrated receiving device capable of decoding the signal particular series of books, films or games, number in their received by a standard aerial antenna. millions. And it is not exclusive to the English-speaking world; iv) Internet Protocol and Over-the-top television (OTT): Harry Potter Fan Fiction can be found in Hindi, Russian, it’s the tallest technology, yet another option for Japanese and even in the made-up language of Harry Potter’s multichannel television. It is delivered by broadband world, Parseltongue and all this happened due to the operators via high-speed ADSL or fibre-optic connection technology because it made everything so easy to use”. guaranteed quality of service, whereby the viewer could select the broadcast that they wish to view. h) More than one channel in multiple languages Today, all the platforms information providing platforms in Advancement in technology changed the picture on Indian television competing and struggling to increase their appeal in Television, there was a time when the Indian audience didn’t order to gain wider audiences to get the maximum revenue have choices and they had to stick with the ’s and profits. Of course, the popularity and market share of each programs but this scenario changed after the economic platform vary throughout the India. New technologies (i.e. reforms of 1991. Starting with five now there are more than Internet Protocol, fixed and wireless broadband broadcasting 1000 channels available to the Indian audience only with the could be used as a viable alternative for distribution to a mass cost of two hundred. This had changed the scenario of Indian audience, in particular in the sparsely populated areas.) Television Industry and no one could see more than one channel in a couple of languages immediately and pay e) Increased the budget and quality of programs immediately without intermediate. Professionals said that budget of equipment, had increased due to the new digital technology as the traditional equipments 6.4 The way ownership has changed Indian TV Industry become outdated and couldn’t be used and operated according scene. to the new age technology requirements they further added a) More flow of foreign content that, due to technology use of more computer graphics and A creative head of a production house said that“the breaking animations in programs had increased in Indian television economic barriers increased the foreign capital flow and programming. Due to the technology the Quality of investment in India that increased the foreign ownership in applications progressed, and one could watch programs in Indian television Industry and this had changed the content, High Definition with minimal charges. Media player had been structure, style and presentation of Indian programming”. incorporated High Definition Television (HDTV) into their That affected the objectives and misusing the power of TV, programs and launching the HD version of already running the very truth that companies had been no longer owned channels with more clarity in the picture and sound with less through governments allowed views that dissent from legit distortion to attract the higher TRPs, according to a media resources to be shared. Furthermore, non-public possession analyst the “HD channels in India are getting higher TRPs often ended in industry attention—especially if there had been these days. a dearth of law—which in flip ends in the stifling of opportunity factors of view. f) Mobile TV Mobile television considered a recent technology development b) Competition to get higher TRP-Television that changed the way we saw television programs in India. It Respondents said that all television channels in the industry reduced the television to something small and very handy are focused on obtaining high ratings to increase their also. And that is why people’s attention spans become smaller advertising revenues as these ratings are used by media than what they use to be, now because of digital technology planners to devise advertising strategies. As the broadcasters and Smartphone’s, people have so much choices with very are closely monitored and frequently rated, competition low charges anywhere, anytime. According to a media analyst amongst them is intensified owing to the dependence of the “with the introduction of mobile television, Indians started advertising revenues on these ratings. Transparency, losing out their social communication and became more accountability and objectivity of the ratings are of prime personalized and this would benefitted and benefitting the importance as false and misleading ratings can harm the media companies”. Now everyone has extremely personal TV broadcasters, advertisers and viewers. Hence, ratings have a sets at extra less-expensive prices and high revenues. major impact on the programming content of television channels. Since there are only two rating agencies, the G) Increased Fan fictionism competition for television ratings is limited, thereby leading to Fan-Ficitionism is any work which embellishes, alters or a possibility of abuse of dominance and the ratings published rewrites the work of another (usually a published author) with can also be biased. In 2010, MIB constituted a committee new storylines, characters, alternative endings, beginnings and chaired by Dr. Amit Mitra to review the existing ratings substitute sets of morals, ideals or sexual politics. According measurement system. In November 2010, the committee to an expert “FanFic has become an internet sensation over recommended a roadmap for improving the existing system. the last decade, replacing or augmenting the Gamer One of the critical recommendations was increasing the subcultures that had grown-up around such titles as number of ‘People meters’ from a small sample base of 8,000 Dungeons & Dragons, WarHammer and Magic: The to 15,000 in two years and further to 30,000 in next three Gathering. FanFic numbers are staggering; the posts on years covering the entire nation.

44 International Journal of Advanced Education and Research c) Outsourcing of work available to everyone. Media experts expressed that because Respondents said that international ownership in media had of globalization, super modifications might be visible inside allowed work to be outsourced. Dialogue writers and animator the field of era that made the convergence of different media jobs outsourced to America or the Philippines. Disney does its technology easy and affected the media content material also. business from , and in a twist on perceptions of Indian Data also validated the perspectives of media specialists. In audiences. According to the Disney executive ‘For all 1991, the Indian authorities released a series of monetary and children, the Disney characters were local characters, they social reforms that covered the regulations of liberalization, always speak the local language and had been the Disney privatization and globalization under these brand new strategy based on the concept of localization means “think guidelines, the government allowed alien and private global, act local” (Straubhaar beyond media imperialism: broadcasters to broadcast in India. The ownership of these asymmetrical interdependence and cultural proximity 2010). channels had been within the hands overseas broadcasters;they were allowed to function as their channels according to their d) Consolidation and alliances amongst broadcasters rules they accompanied in their nations and unfastened to A large number of channels indicate high level of choose the types of packages and content material they wanted fragmentation. But some broadcasters are consolidating to to broadcast.And this had made modifications Inside the increase their bargaining power with distributors with regard Indian TV enterprise in comparison to preceding years. The to the push for digitisation. Consolidation is also likely to be new advanced technology in the field of television favoured due to large investments required in content and broadcasting like, Direct –to-home (Satellite Technology) in distribution. In 2010, Sun Network and Network18 entered verbal exchange had changed the image absolutely and now into a strategic alliance to form “Sun18 Media Services”. one could see more than one channel in a couple of languages Sun18 distributes more than 30 channels across all platforms immediately and pay immediately with none intermediate. in India via all networks including cable, DTH, IPTV and This had also improved the Quality of applications, and one HITS.27 In 2011, Star Den Media Services Private Limited could watch programs in HD, additionally cell phones had and Zee Turner Ltd formed a 50:50 joint venture called “Pro become the extremely personal TV sets of people at extra less- Media Enterprise” to jointly aggregate and distribute expensive prices, and that had increased fanficitionsm. television content.28 The broadcasting industry has already Digitization of cable television in India had unfolded fresh witnessed the initial steps towards consolidation with NDTV sales streams and means of digitization influenced Indian TV Imagine being acquired by Turner Asia Pacific Ventures in Industry. According to the many media, expert's digitization 2009 and 9X by Zee Entertainment Enterprises Limited in made it feasible to the glide of content throughout multiple 2010. media structures, the cooperation between a couple of media industries, and the migratory behavior of media audiences. 6.5 How foreign ownership affected the content on Indian Further media, professional's said that privatization had been Television Industry? changed the whole shape of Indian Television industry According to a media expert, the foreign ownership had regardless of possession, manage fame of content and greatly affected our traditions, customs, family, respect and programming; and opened the doorways to the many overseas love for each other. According to many professionals “ the media broadcasters and agencies to invest in Indian media. concept of joint families fast decreased in India and now Over the years the Indian television broadcasting enterprise everyone wanted to remain aloof from others. Nobody was in the hand of government control. However, upon bothered about others and only cared about himself/herself deregulation of television broadcast in India, media had risen which was totally contradictory to our Indian culture and now up to now because this had been proved a blessing to Indians the Indian values for which India had been proud of and because it made non-public investors to set up their own vanishing of westerly cultures started taking its place. People television station inside the country and furnished in India started following the western culture blindly without international famous television channels and programming to knowing its consequences.” the Indian audiences and changed the possession styles on Indian TV Industry over a last a long time. Private media 7. Discussion, Limitation and conclusion ownership ended in better great products because of the Findings indicated that the interviewed media professionals competition. According to the media, expert's privatization were privy to the term globalization and said that globalization has improved the transmission technology that increased the has affected the Indian Television Industry. According to the viewers amplified the revenue and profits of channels and the views expressed by the media expert's, globalization has worldwide industrial-media gadget has noticeably changed increased the waft of superior technology everywhere in the and had no respect, no culture or custom, on stability, if it world. Satellites, the Internet, smartphones, digitalization stood within the way of earnings. Data illustrated that almost these types of advancement in technology in media had all the respondents strongly agreed that the foreign ownership speeded the development procedure, and opened up the new of channels, whether Hindi or English it affected the choice dimensions in media globally. One of the most technological over the content shown on TV channels. Further, they added improvements that had impacted the media sector had been that was why more foreign channels and cloned programs like; smart phones with 3G and 4G facilities with low charge that big boss; voice of India, Indian Idol, etc. started broadcasting had combined the different technologies and also changed the on Indian TV screen. This Westernization of media had way media content structured, carried, distributed and finally greatly affected Indian traditions, customs, family system and delivered to the end users and this had made the media respect and love for each other.

45 International Journal of Advanced Education and Research

8. References 1. Bagdikian B. The media monopoly. Fifth edition,Boston: Beacon Press, 1997. 2. Creebar G. Digital culture: Understanding New Media. Open University Press, 2009. 3. Deshpande S. Dear reader, The Hindu, 2000. 4. Habermas J. The structural transformation of the public transformation of the public sphere: an inquiry into a category of bourgeois society. Cambridge: Polity. Original German edition Published, 1989, 1962. 5. Kang, Jong Geum. Cultural indicators- The Korean Cultural Outlook Profile, Ph.D. Dissertation, University of Massachusetts, Dissertation Abstracts International. 1986; 50:5:1126-A. 6. Tomlinson J. Globalization and culture. Cambridge: Polity Press, 1999. 7. Tunstall J, Palmer A. Media Moguls. London: Routledge, 1991. 8. Macbride report. Communication and Society Today and Tomorrow, Many Voices, One World, Towards a new more just and more efficient world information and communication order. Kogan Page, London/Uniput, New York/Unesco, Paris. Unesco, 1980. 9. Mohammadi A, Sereberny A. Small media, bigrevolution: communication, culture and the Iranian revolution. Minneapolis: University Of Minnesota Press, 1994. 10. Straubhaar, Joseph D. Beyond Media Imperialism: Assymetrical Interdependence and Cultural Proximity. Critical Studies in Mass Communication. 1991; 8(1):39- 59. 11. Schiller HI. Communication and Cultural Domination. New York: International Arts and Sciences Press, 1976. 12. Wang Dawei. Globalization of the Media: Does It Undermine National Culture?. Intercultural Communication Studies XVII: Communication University of China, 2008. 13. Ware M, Michael D. Effects of US television programs on foreign Audience-A meta-analysis. Journalism quarterly. 1994; 71(4):947-959.

46